Experiencias hipermediáticas de las audiencias digitales en las industrias creativas: fan clubs de Emilia y Maca & Gero en Bogotá 2025

Abstract

Digital transformation has redefined how musical events are experienced, communicated, and remembered, turning social media into stages where individual and collective identities are constructed. This study analyzes how the sociocultural experiences surrounding concerts and festivals shape the communicative identity of both attendees and virtual audiences. It argues that digital platforms such as TikTok, Instagram, and YouTube have expanded the reach of musical events by fostering new forms of interaction among artists, followers, and fan communities, thereby promoting participation, representation, and a sense of belonging. At the same time, it acknowledges that algorithmic logic and the pursuit of visibility can alter the authenticity of the experience, prioritizing public exposure over the enjoyment of the event itself. From this perspective, the research posits that communicative identity is built through digital practices that blend in-person and virtual experiences, creating shared narratives that transcend the physical concert space. To this end, the study examines the cases of Maca & Gero and Emilia; their artistic approaches allow for a comparison of different forms of audience interaction and provide insight into how digital communities produce, transform, and disseminate cultural meanings within the context of contemporary musical events